Marketers Going Green, But Consumers Aren't
Advertising Age , Monday, September 24, 2012 9:44 AM
A Green Gauge survey by GfK finds that while 93% of consumers say they have personally changed their behavior to conserve energy in their household, they're becoming less willing to pay more for green products. The survey of 2,000 U.S. consumers, fielded last summer, finds 5- to 12-point drops in the percentage of consumers willing to pay more for eco-friendly products.
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